Which Factors Make Advertising Effective?

EUROPEAN BUSINESS SCHOOL LONDON REGENT’S COLLEGE FALL TERM 2012

Which factors make advertising effective?
A marketing literary review based on the Hierarchy of Effects, with a focus on the role of Music in Advertising
Report by Onofri S. S00603638 Word Count: 2364 Supervisor Prof. Gordon Bowen Advertising and Media in the Marketing Environment (MKT5A5)

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Summary
Abstract ……………………………………………………………………......... Introduction ……………………………………………………………………… 1 2

A Basic Condition ………………………………………………………………. 2 The HoE model: three responses to be aroused ………………….. 1) Cognitive Response …………………………………………………. 2) Affective Response …………………………………………………. 3) Conative Response ………………………………………………….. The role of Music in Advertising 1) Cognitive Purpose 2) Affective Purpose 3) Conative Purpose RECOMMENDATIONS ………………………………. 2 5 6 7 9 9 9 9 10

…………………………………………………. …………………………………………………. ………………………………………………….. …………………………………………………..

CONCLUSIONS …………………………………………………………………… 10 Appendices …………………………………………………………………… 11 …………………………………………………………… 13 List of References

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ABSTRACT
“What makes advertising effective?”: this Report aims to answer this essential issue because it is the key for achieving –or not- the goals pursued by every company that invests in advertising. The general question has been divided in three areas, depending on the type of consumer’s response that advertising aims to arouse: cognitive, affective or conative, according to the famous Hierarchy of Effects model proposed by Lavidge and Steiner in 1961. In addition, the report focuses on the role of Music in advertising, with the purpose to highlight how its use can help to achieve efficacy in advertising. Five recommendations are identified through the report. Advertisers should first choose the media mix able to reach as many consumers as possible from the target audience (Ogilvy, 1985). Using appealing creativity (Dahlen et Al, 2010) and increasing the frequency of the message (Pickton and Broderick,

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